INVESTIGATING ETHICAL CONSUMERISM IN UZBEKISTAN: THE THEORY OF PLANNED BEHAVIOR

Abstract

When the market offers enough options, consumers tend to purchase not only based on their needs but also on their conscience. Consumers start to seek clear awareness of manufacturers' or service providers' environmental and social impact when social inclusiveness surfaces in personal behaviors. This study explores the factors influencing ethical consumerism in Uzbekistan using the Theory of Planned Behavior. It is identified that when environmental and social responsibility pressures the purchasing process, consumers act ethically towards attitude, subjective norm, and perceived behavioral control. The result of quantitative analysis supports that Uzbek consumers prefer buying from providers who are socially and ecologically supportive. These findings would be supportive information for developing companies' strategic positions, including Corporate Social Responsibility and Environmental, Social and Governance.